Produced under the Modern B2B Marketing umbrella, these podcasts will highlight different topics, some strategic, others tactical, but all with an eye toward helping B2B marketers improve the return on their marketing dollar.
Modern B2B Marketing
May 13, 2008
May 12, 2008
Entitled "New Insights for Marketing Business Technology," this webinar is designed for technology marketers, but filled with information for all of us.
Read Full Post: Benchmarks for Business Technology Marketing
March 20, 2008
Marketers need sophisticated lead management capabilities to close the gap between marketing and sales, but marketing software has traditionally been too costly, too hard to implement and far too complex for all but a few marketers. Here are the seven key elements of a modern B2B marketing software solution.
Read Full Post: Lead Management Will Never Be The Same Again
January 10, 2008
To gain power and influence in the organization, marketing needs to speak the financial "language of business" and use repeatable and systematic methodology for creating interest and turning that awareness into revenue and cash flow.
December 29, 2007
Here are 50 more blogs about business-to-business marketing, bringing the total on the complete Big List of B2B Marketing Blogs to 139 blogs.
October 15, 2007
The top five challenges for business to business marketers are: (1) The Growing Committee, (2) Use the Right Content at the Right Time, (3) Getting Landing Pages Built & Tested, (4) Being Everywhere, (5) Handing Off the Right Leads
Read Full Post: Top 5 Challenges for B2B Demand Generation Marketers
July 11, 2007
I've written before about how today's B2B buyer avoids interruption marketing and uses the Internet to take control of the buying process. I've also talked about how the modern B2B marketer's job is to enable and facilitate the buyer's research...
Read Full Post: How Marketo Uses A Test Drive To Give Power To Our Prospects
July 05, 2007
Just when you thought that you had your email marketing technology covered, that sending html and text versions meant that your email could be easily read by everyone in your target lists, along comes this interesting item from MarketingSherpa: '64%...
Read Full Post: How Mobile Devices Affect your Email Marketing
June 15, 2007
According to MarketingSherpa's Business Technology Marketing Benchmark Guide 2007-08, 80% of decision makers who made a technology purchase believe that they found the vendor — as opposed to the vendor targeting them. This is an amazing statistic that proves just...
Read Full Post: 80% of Your New Customers Think They Found You
May 17, 2007
Here are 13 more blogs about b-to-b marketing, bringing the total on the complete Big List of B2B Marketing Blogs to 89 blogs. B2B marketing as a group is still lagging far behind other categories of marketing blogs. Why is...
April 29, 2007
What's the fundamental difference between a Chief Marketing Officer and a VP of Marketing? It's not a question of experience or organizational size, and it doesn't matter what your business card says (mine says VP Marketing). It's a question of...
April 01, 2007
Here are 22 new B2B marketing blogs. Thanks to everyone who liked the list and who let me know about new blogs. As always, here is the complete Big List of B2B Marketing Blogs as well as the updated B2B...
February 23, 2007
Here are 138 blogs that talk about B2B marketing, as well as a few that focus on selling, search engine marketing, and copy writing. I will update (add or remove) the list as I change the B2B marketing blogs that...
February 08, 2007
A key theme of this B-to-B marketing blog is that the internet has completely transformed best-practices in technology marketing. In the past seven years, perhaps no company has done more to establish the new best practices than Salesforce.com. By unshackling...
Read Full Post: 8 Ways The Internet Changed Software Marketing
January 10, 2007
In the spirit of Lee Odden's list of 250 must read search marketing blogs, here is a list of B2B Marketing blogs that I follow and recommend. B2B Email Marketing Best Practices – Tamara Gielen focuses on B2B email marketing...
December 29, 2006
In my last post, I argued that Marketing needs to stop being seen a cost center and start earning a seat at the revenue table. Fundamentally, this requires B2B marketers to: Drive revenue by filling the revenue pipeline with enough...
December 21, 2006
Too many CEOs and CFOs think of marketing as a cost center. Left unchanged, this attitude makes it almost impossible for a CMO to succeed. Take the following example, courtesy of Anne Holland at MarketingSherpa: A B2B marketer started the...
December 18, 2006
As part of the lead management process, make sure to measure the "depth" of your relationship with a target company. By depth, I mean both the number of contact names you have at the company as well as the quality...
December 13, 2006
So you’ve managed to get a potential customer to register on your landing page. Congratulations! What do you do now? If you are like many companies, the prospect’s information goes into an SFA system like Salesforce.com and sales gets alerted...
December 09, 2006
Forrester recently published research titled "How Mature Is B2B Lead Management?" in which they claim that B2B marketers who shift their focus from “demand generation” to “lead management” are twice as productive. As Kristin Zhivago points out, one reason for...
December 06, 2006
Before the Internet, buyers got most of their information by talking directly with sales reps. As a result, it made sense for sales to engage with the customer early in the buying cycle. Today, however, buyers use the Internet to...
Read Full Post: 5. Help buyers research early in the sales cycle
December 03, 2006
Customers today have become adept at tuning out unwanted marketing. Personally, I am in the business of marketing, and yet still I tune out as much marketing as I can. I use TiVo and haven’t watched a TV ad in...
Read Full Post: 4. Practice attention marketing – and make it measurable
November 30, 2006
The best B2B marketers test everything, and almost everything can be tested: offers, copy, headlines, forms, bids, colors, designs, lists, and more. Testing removes any debate about what works and what doesn’t; testing lets your customers vote with their actions....
November 28, 2006
The main reason B2B companies use online advertising is to drive traffic to their website. But that only means they got a prospect to click. Once there, the marketer has just a few seconds to convince that prospect to stick...
Read Full Post: 2. Landing pages, landing pages, landing pages
The tradeshow must die – at least as a way for B2B companies to drive leads. The same dollars invested in webcasts, online demos, videos, and other online methods are more measurable and more effective. The same is true for...
What’s the latest thinking in B2B marketing? What techniques and trends are today’s best practice B2B marketers using to drive more revenue and demonstrate accountability? Over the next 10 posts, I’ll share the top trends that are changing the practice...
November 12, 2006
In Earn a Seat at the Revenue Table – Part 1, I asked how can marketers take more control over the revenue process, build the respect of their organizational peers, and earn a seat at the revenue table. The key...
November 09, 2006
Who is in charge of revenue at your company? In most B2B companies, the Sales Department owns the revenue pipeline. Marketing may play a supporting role by supplying leads (that probably get ignored). But in these companies, Sales controls the...
August 11, 2006
In an earlier post, I described the key principles of Modern B2B Marketing, namely that Modern Marketers: Know that customers control their attention and that marketers should engage when and how the customer wants Create leverage by enabling and nurturing...
Read Full Post: Does Modern Marketing Apply to B2B Marketing?
August 08, 2006
The focus of this blog is to discuss new ways of thinking about B2B marketing, from best practices in lead acquisition and nurturing to marketing accountability to community-based marketing. It is clear that traditional marketing approaches are no longer acceptable....
